Brand Color Psychology

by Basheer Badran

The psychology of colour is one of the most interesting — and most controversial — aspects of marketing.

What is Brand Color Psychology?

Indeed, Brand colour psychology is the study of colour impacting the way we perceive brands. Colours do have a powerful effect on our emotions. Accordingly, these emotions play a central role in how we behave as consumers. In fact, Brand colour psychology provides a framework for understanding how and why we interact with the brands in our lives.

One of the most famous colour theorists, Faber Birren, wrote extensively on the link between colours and our emotional state, particularly in his book Color Psychology and Color Theory.

Colour theory entails far more than simply saying pink is a nice colour.  Psychologists link it to human evolution, where associations with specific colours developed over time due to years of associating them with some items. For instance, the red colour of blood alerts people to the presence of danger, whereas dirt and rotting food browns are unappealing. 

Of course, the effects of colours on our emotions differ from person to person based on gender, cultural context, personal experience, and neurological variances.

The Psychology of Colors

To illustrate: Chase, Citibank, Barclay’s and Bank of America, all use blue as one of their dominant branding colours. Moreover, even other financial institutions like Prudential and Merrill Lynch use blue. Obviously, it’s more than a coincidence that these money-related companies all chose blue for their brand identity.

Here’s a summary of brand color meanings and the effect that different branding colors can have on people:


Your brand identity defines how the world perceives your brand. Color is an integral component to that perception. Choosing the color that best embodies your brand personality is critical to building a good connection to your Audience .

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